95% of clients on retainer
25 clients using HubSpot
125 new leads per month
Dutch agency Webs has been helping its clients to create websites and market their businesses since 2001. However, its founder and strategy director Camiel Freriks wanted to change its approach and start exploiting the online arena more effectively.
“First, we defined our market – B2B companies in the manufacturing industry. These are knowledge-driven businesses, but many of them were not sharing that knowledge online. They are often missing out on opportunities to reach out to customers through education, nurture them through the buying funnel and gain qualified leads and customers in the process.
Camiel realised that the point solutions the agency was using weren’t powerful enough to produce the results-driven marketing that it wanted to do. His lightbulb moment came when he discovered the inbound methodology. "It was perfect for our clients, who typically have long sales cycles and customers who need many answers before making a purchase.”
Webs evaluated several automation platforms, including Marketo, Eloqua, Silverlight and the HubSpot software.
“We weren’t just looking for a system – we wanted to partner with a company that could help us reach our goals. HubSpot was on the same page as us in terms of our plans for company growth and managing internal change. The others just focused on the software, and the software is nothing without the right strategy, support and community.”
The decision was made, and Webs signed up to the HubSpot Partner Program in 2014.
Webs began its transition to all-in inbound by using the HubSpot growth stack – a combination of the Marketing, CRM and Sales software – on its website.
“We spent significant time defining our strategy and perfecting our marketing so that we could show clients just how successful the inbound methodology could be for them. First, we defined our personas – the CEO, commercial director, sales manager and the marketing manager – and then created content to appeal to them. Today, 60% of our leads come in via our Blog,” explains Camiel.
The agency has set up Workflows to drive these leads down the funnel, and the agency’s inbound salesperson uses the Sales Pro software to nurture them through to sales qualification.
“The CRM automatically collects all the information we have on our prospects, from how they have interacted with us to the topics that they are interested in due to their activity. We have also built two different CRM pipelines – one for our consultants and one for our new business reps – and each of them has a target.”
The consultants manage current clients to make sure that they remain happy and renew their contracts, while the new business reps are tasked with contacting new leads, making appointments and closing deals. With their respective pipelines in place, they can seize opportunities and identify problems before they happen, says Camiel.
Since joining the HubSpot Partner Program, Webs has been achieving great things; Camiel says that he noticed an upsurge in results within weeks. The agency now generates an average of 125 leads every month – a 50% increase. It has 25 customers on the HubSpot software, and it has reached Platinum Tier Partner level.
“95% of our clients are on retainer, whereas before we had just 10% on contract. From a revenue perspective, it’s the best solution for growth. We used to do a lot of project work, but there were peaks and troughs, and we couldn’t plan. Now we have a steady, predictable income stream, and have boosted our revenue significantly.
Many of Webs’ clients are using the growth stack, which means that the agency can help them implement inbound in the most effective way.
“A lot of these companies haven’t been doing much in the digital space, and they are amazed by how quickly we can get them up and running. For example, one of our customers, Veco Precision Metal, operates worldwide but was only getting two to three qualified leads a month. Now it gets 30 sales-qualified leads every month, and 20% of its total revenue comes through inbound.”
These kinds of results have become the agency’s calling card. Its customers appreciate that it can prove the ROI of its work, and they are willing to sign up for longer and larger contracts.
Webs’ long term goal is simple but powerful – it wants to be the biggest inbound agency for manufacturing companies in the Benelux region.
Camiel says, "We already run an annual event, The Digital Future of B2B, to help businesses learn how to maximise their online approach. Looking forward, we want to run even more of these events and connect with a larger number of potential customers. We are also going to extend our reach by collaborating with other HubSpot Partner agencies in different countries around the world. We’re wholly convinced that inbound is the way forward for our clients and us."
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